Approach to mindset transformation

This video shows you how to transform an organization's mindset to achieve optimal Pega Customer Decision Hub™ adoption. Explore Pega best practices around mindset transformation, an essential consideration for organizations that want to adopt a one-to-one customer engagement approach.

So why focus on this topic?

Mindset transformation from a Pega Customer Decision Hub perspective refers to the shift in thinking and approach that organizations undergo when implementing a customer-centric communications strategy. Customer-centricity is the heart of Pega Customer Decision Hub, designed to help businesses make data-driven decisions and deliver personalized customer experiences in real time.

Working with key stakeholders helps ensure that everyone buys into the one-to-one engagement paradigm, which is customer rather than product-centric and fundamental to Pega Customer Decision Hub. Consider the following mindset changes:

• Focus on actions and potential messages instead of campaigns.
• Target specific audiences to define engagement policies and facilitate arbitration.
• Communicate with individual customers rather than segments.
• Transition from siloed channel delivery to omnichannel delivery for a unified customer experience.

Shifting to customer-centricity helps frame the interactions that people in the organization have with Pega Customer Decision Hub, including expectations from lines of business and brands and how to measure success. Mindset transformation is foundational to the true adoption of the one-to-one customer engagement paradigm, which reduces the temptation to incorporate traditional campaigns into Pega Customer Decision Hub, which overrides the decisioning capability and limits the potential to realize value fully.

An essential foundation to transformation is identifying key stakeholders from the organization to take on the journey.

Stakeholders across the organization must align with the one-to-one customer engagement vision or at least be familiar with the paradigm to implement and maintain Pega Customer Decision Hub effectively. Senior stakeholders involved in business-as-usual (BAU) processes for delivering marketing requirements and those directly impacted also must align.

Discussing mindset transformation at a high level covers the approaches to engaging these different stakeholders by focusing on what is achievable in the scope of a minimum lovable product (MLP).

Identifying the roles that fulfill specific functions of interest and reviewing information about the organization as a whole is crucial. A diagram can invoke discussion and help ensure that all potential stakeholders are considered in context when assessing the current situation and applying typical stakeholder analysis methods.

After discussing who in the organization to involve, it is important to consider the medium of interaction.

For workshops to scope out the current mindset, working in person is great, especially for establishing relationships early on and making detailed observations and assessments of stakeholders and the business situation. However, there are plenty of tools available to conduct these workshops remotely while keeping them lively and interactive.

Engage remotely for one-on-one activities; this step is crucial after establishing initial relationships. Always consider your foundational stakeholder analysis during interactions, especially when you deliver best practice materials that can be adjusted depending on your assessment of their current mindset.

During a typical MLP delivery, when is the best time to have these conversations?

The high-level conversations around mindset transformation occur well in advance of an MLP, especially with key senior stakeholders during the sales cycle. Ensure that there are internal advocates of the one-to-one customer engagement vision who can help disseminate this message or even do so themselves.

After you get to the MLP, the goal is to identify gaps by asking the right questions or listening carefully to detect signs of stakeholders who are thinking in a campaign and product-centric way rather than a customer-centric way. On-site consultants and architects should review the Pega Customer Decision Hub vision with the project team and ensure that the implementation use case aligns with the one-to-one strategy. Work in MLP1 serves as a foundation for achieving customer-centric engagement with the roadmap. Mindset transformation is the first item to address because of its foundational nature.

What are the key tasks to undertake in mindset transformation?

A standard MLP backlog exists for Pega Customer Decision Hub delivery. The adoption category contains all the tasks that are necessary for organizational transformation. Mindset transformation has two key tasks:

• Confirm the current state of organizational mindset to know where key stakeholders stand today.
• Align the organization with the one-to-one customer engagement vision.

Now, what are the recommended methods to use to undertake these tasks?

Once we get to the MLP, we aim to identify gaps. Ask the right questions, or listen carefully to detect signs of stakeholders who are thinking in a campaign and product-centric way, rather than a customer centric way and working with them to help them understand the paradigm and feel safe to make small shifts in their thinking.

Stakeholder analysis is key: Identify and map out key stakeholders and gather as much information as possible before the MLP begins on where their current mindset is. Having this clear picture will help you focus your attention and efforts efficiently.

After identifying stakeholders, various methods can help determine their current way of thinking:

• Use workshops for eliciting information. Using a real-life use case can reveal ways of thinking.
• Document analysis after workshops can add to your understanding.
• Perform protocol analysis, shadowing, or interviews with individual stakeholders to build a complete picture.
• Listen or observe the language of stakeholders to detect unconscious conflicting mindsets.

Ask questions to understand the current mindset in workshops or interviews. For example:

• Do you consider your organization to be customer-centric or product-centric?
• Are there any teams who may not understand what Pega Customer Decision Hub is and does?
• Are there any stakeholders wary of the AI element?
• Do you think some stakeholders will find it difficult to think in a customer-centric way because they are motivated by the success of particular product lines?
• Do you think anyone will feel like they are relinquishing some control by working in the one-to-one paradigm rather than fixed campaigns?

To align the organization with the one-to-one customer engagement vision, use materials that explain the paradigm and the shift in thinking from traditional campaign management to a customer-centric approach. This conversation is exciting and engaging, and it helps to build positive relationships. Enable senior internal stakeholders to deliver materials either with or for you because their voices might resonate more effectively.

You have reached the end of this video. You have learned:

• The importance of mindset transformation for Pega Customer Decision Hub adoption.
• Key stakeholders and their roles in the transformation process.
• Effective means of communication for workshops and one-on-one activities.
• The timeline for addressing mindset transformation during MLP delivery.
• Key tasks and methodologies for confirming the current state of organizational mindset and aligning with the one-to-one customer engagement vision.